Governor Arnold Schwarzenegger joined with the California Health and Human
Services Agency, the Entertainment Industry Foundation (EIF) and major Hollywood
studios today to announce an unprecedented agreement that will help protect
children around the nation from tobacco use by placing California's anti-smoking
ads before tens of millions of viewers watching motion picture DVDs that include
scenes with tobacco use. Under the agreement, Sony Pictures, Universal Studios,
Time Warner, Paramount Pictures, Walt Disney Studios and Twentieth Century Fox
will place California's anti-smoking ads in the opening minutes of DVDs of all
new movies with tobacco use that are rated G, PG and PG-13.
"By agreeing to include our anti-smoking ads in the opening minutes of DVDs
that contain tobacco use, we will reach millions of young movie viewers with a
proven anti-smoking message at no expense to taxpayers," said Governor
Schwarzenegger. "This is a great day for the health and welfare of our young
people, and it is another example of what you can accomplish when you bring
everyone together for the greater good."
"This is a strong and responsible step on the part of the entertainment
industry that will go a long way toward countering the influence of tobacco use
in films," said Kim Belshé, California Health and Human
Services Secretary. "With this agreement, we will be able to promote benefits of
living tobacco-free to tens of millions of viewers in a venue that will
encourage important conversations between parents and their children about the
dangers of smoking."
The Entertainment Industry Foundation helped coordinate the agreement between
the state of California and the studios and is paying associated talent costs
for 21 months for use of the ads. The agreements with the studios run through
2009.
"We applaud Sony, Universal Studios, Time Warner, Paramount, Walt Disney
Studios and Twentieth Century Fox for supporting our efforts to educate tens of
millions of young people about the dangers of smoking," said EIF President and
CEO Lisa Paulsen. "California's Tobacco Control Program has produced some of the
most effective ads in the country. Placing these ads on DVDs will remind viewers
that movies are fiction, but the damage smoking does is real."
Under the agreement, the studios will begin using four anti-tobacco ads,
"Icons," "Bubbles," "Programmed," and "Daddy's Tape." The commercials are
targeted toward children and will be seen not just by California's youth, but
those who watch Hollywood movies around the world. "Icons" contrasts tobacco
industry images of a cowboy, a hip-hop DJ and a twenties-era flapper with a more
accurate depiction of the repercussions of smoking: a dying man in a wheelchair
who warns, "The reality is you can end up looking like this." "Icons" will be
the first ad to appear when Sony releases the movie "21" on DVD on July 22.
"Bubbles" features adults in a variety of typical smoking situations holding
bubble wands rather than cigarettes, with bubbles floating through the air and a
closing message, "Imagine a world without cigarettes."
"Programmed" juxtaposes a smoker with a laboratory rat who drinks from a
yellow, nicotine-filled water bottle every time the smoker inhales; and "Daddy's
Tape" features a boy supporting his father's efforts to quit smoking by making
him a motivational tape to play in his car. Other state ads may be made
available as well.
In addition to the announcement, California Department of Public Health
Director Dr. Mark Horton sent a letter to National CineMedia to urge it to
consider donating time to run the state's anti-smoking ads before movies shown
in theaters that contain smoking.
California's Tobacco Control program is one of the nation's longest running
and most emulated anti-tobacco programs, credited with helping reduce smoking by
more than 33 percent and significantly reducing lung cancer rates in California
since its inception in 1989. The statewide media campaign has relied on three
primary strategies: countering pro-tobacco messages, promoting smoking cessation
and educating people about the dangers of second-hand smoke. More information
can be found at www.TobaccoFreeCa.com
